Levi jeans are popular because one is aware that they offer a broad range of relevant styles. Most jeans brands arise and disappear since they fail to get in touch with the client. As such, they cannot keep producing products that clients do not need. Levi is unlike its rivals in the marketplace. It has managed to provide great jeans and relevant styles that are appealing to clients in different parts of the world (Fairchild, 2014).The prevalence of means jeans does not hurt the popularity of Levi. This is because most jeans brands are sold either in departmental stores or in a single store whereas Levi jeans dominate all markets. Since Levi jeans are found in almost any store, a client that had not worn it before comes across them and starts wearing them. Furthermore, Levi jeans are considered phenomenal. Almost all denim brands are known worldwide, particularly because of the prices that the jeans fetch in the market. The diverse cuts, styles, and washes are availed by Levi’s, making clients to consider Levi jeans as their brand of choice ranging from men of different ages (Barbaro & Creswell, 2012).Over the years, a large number of players have penetrated the jeans market. As such, rivals threaten the brand since barriers to entry in the jeans market are low. The major competitors for Levi jeans include Gap Jeans, VF Corp, Calvin Klein, and Tommy Hilfiger. Entrance of rivals into the jeans market has had various effects on Levi jeans for men. Competition in prices has grown considerably forcing firms to reduce their prices. As such, Levi jeans has realized considerable decline in its profits over the years. Furthermore, the prevalence of substitutes in the market has led to a rise of elasticity of demand. In this case, consumers prefer other brands, leading to lowered competitive advantage on the side of Levi jeans (Anderson & Maduranga, 2012).New market entrants manage to capture a considerable share of the market when they focus on certain segments. For instance, VF Corp emphasizes on low-end jeans consumers while Calvin Klein targets high-end consumers. In the premium jeans sector, for instance, Levi jeans failed to identify the booming market in the early 2000s. As such, it was dominated by brands such as True Religion, Seven for All Mankind, and Rock & Republic. Here, the company was forced to embark on radical cost cutting, closure of
Anderson, W. M., & Maduranga, M. M. (2012). Marketing Audit for Levi Strauss & CO. Dublin: Levi Straus & Co.
Barbaro, M., & Creswell, J. (2012). Levi’s Turns to Suing Its Rivals. Retrieved from http://www.nytimes.com/2007/01/29/business/29jeans.html?pagewanted=all&_r=0
Fairchild, C. (2014). Does Levi Strauss still fit America? Retrieved from http://fortune.com/2014/09/18/levi-strauss-chip-bergh/
Fuller, C. (2011). Why Levis Jeans Remain So Popular. Retrieved from http://ezinearticles.com/?Why-Levis-Jeans-Remain-So-Popular&id=1741522
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